中国媒体广告中的中-英语码转换分析-analysis of chinese - english code switching in chinese media advertisements.docx

PAGE PAGE 5 Abstract Language is the product of human civilization and development, and it at the same time directly reflects people’ s activities and social conditions. Media Language, as the most active tool in communication, is undoubtedly serving as a mirror refracting change and development of language under a certain condition of social economy, culture and education etc. In recent years Chinese-English codeswitching has come to be a new phenomenon widely occurring on China’ s mass media. At present, the studies on it remain at a rudimentary stage. Researches made by western scholars are mostly localized in analysis of conversational codeswitching patterns of ethnic minority groups or those found in the former colonies. However, little attention has been paid to the phenomena of codeswitching applications to some specific fields such as advertisements, literary works, or business documents. It is worth mentioning here that some researchers in Hong Kong (e.g. Chan, 1993; Li, 1996, 2000; Luke, 1984,1992; etc.) have made quite a lot contributions in introducing new theories on codeswitching and exploring Hong Kong’ s bilingual and multilingual phenomena, however, little has been devoted to the studies of codeswitching ads on mass media in inland China, which has become a common occurrence with the rapid growth of China’ s economy. In this aspect, Prof. Huang Guowen is the only researcher in inland China who is the first to address the phenomena of codeswitching in ads on China’ s media. He covers in his studies both switchings between a Chinese dialect (Cantonese) and standard Chinese, and between Chinese and English. From the perspective of discourse analysis he gives a brief description of the types of switching and discusses the reasons for their being. However, as I approached to this field, I found that studies specially dedicated to the discussions of Chinese-English codeswitching on China’ s media were still in blank. Discussions of the structures and